Special Event Management

Presented byPresented by

Charmaine WilkersonCharmaine WilkersonFor theFor the

Certificate of Completion in Certificate of Completion in Meeting & Event Planning Meeting & Event Planning

College of Extended & International EducationCollege of Extended & International Education

A A uniqueunique moment in time of public assembly moment in time of public assembly celebrated with ceremony and ritual to satisfy celebrated with ceremony and ritual to satisfy specific needsspecific needs

Event LeadershipEvent Leadership / / Event ManagementEvent Management

The profession requiring Management of a The profession requiring Management of a Special Event for the purpose ofSpecial Event for the purpose of

celebration, education, marketing, or reunioncelebration, education, marketing, or reunion

Special EventSpecial Event

Definitions - cont’d

Event Leader / Event ManagerAn individual in the profession of Event Leadership/Management who is at the helm of a Special Event

CivicCivic ExpositionsExpositions Fairs & FestivalsFairs & Festivals

HallmarkHallmark HospitalityHospitality

Meetings & ConferencesCorporate/Associations

Meetings & ConferencesCorporate/Associations RetailRetail Social Life-CycleSocial Life-Cycle

SportsSports TourismTourism Music/EntertainmentMusic/Entertainment

Wolfgang PuckWolfgang PuckBorn in St. Veit, Austria, Puck apprenticed as a chef in France. In 1973, he became Executive Chef of Ma Maison In LA. In 1982, he opened his own flagship restaurant, Spago, catering to celebrity clientele. Wolfgang Puck Catering (WPC) has created the cuisine for the Oscar’s Governor’s Ball at Hollywood and Highland and provides exclusive catering services to venues across the nation. Wolfgang’s empire includes branded cookware, utensils and appliances sold on Home Shopping Network, Sam's Club and the Frontgate catalogue.

THE SECRET OF MY SUCCESS "Surround yourself with committed, passionate, creative people; then you can't lose. I can't tell you how happy with and proud I am of the people who work here, how I've seen them grow, how I've seen them make a commitment to our clients, stretching their own imagination and creativity. It's the thing that makes me proudest. It's a team, a remarkable team of people."

Mary MicucciAlong Came MaryMary MicucciAlong Came Mary

Colin CowieColin Cowie

“Born in Kitwe, Zambia, educated in South Africa, and a United States resident since 1985, Colin Cowie is recognized around the world as an arbiter of style. Colin Cowie Lifestyle – the world’s premier event planning, interior design and lifestyle company, with offices in Los Angeles, and New York – is the undisputed leader in its field.”

Business and Job Opportunities

$250 million +$250 million +

5 CRITICAL STAGES OF SUCCESSFUL 5 CRITICAL STAGES OF SUCCESSFUL EVENT MANAGEMENTEVENT MANAGEMENT

•ResearchResearch•DesignDesign•PlanningPlanning•CoordinatingCoordinating•EvaluationEvaluation

• Quantitative - is generally conducted in Quantitative - is generally conducted in a survey manner which describes a survey manner which describes mostly demographicsmostly demographics

• QualitativeQualitative - is to probe for hidden - is to probe for hidden meanings in the quantitative studiesmeanings in the quantitative studies

To produce an effective event incorporate in your

market research the 5 W’s:• Why• Who• When• Where• What

“Why” should you produce this event to begin with

“Who” will be the stakeholders • Internal - board of directors,

committee members, staff• External - those who will be

investing in your event Sponsors, guests, donors

“When” will the event take place. • Time of year may influence location.

i.e. outdoors vs. indoors affects your event management time frame

“Where” will the event be held

“What” is the end result you wish to accomplish both for the guests and internal stake holders.

This should tie in with the rest of the W’s - Why, Who, When & Where

Once you have answered the 5 W’s, the next is“How”

“How” will your organization fund the event. This will also determine some of the W’s.

Budget - having it determined is crucial to producing a successful event.

• Brainstorming

• Creativity

• ThemeResources - www.event-planner.com, www.specialeventsmagazine.com, www.specialevents.com, www.party411.com

• Timing• Space• Tempo• Marketing

Timing involves the question “When” do you plan to hold your event. As the conductor, the Event Manager, is responsible to determine if the planning process is feasible

Space• Location - Site inspection• Space of time between critical

decisions

Tempo is the rate at which events take place during the planning stage

• Time-Line• Task List• Managing Planning Committee

Marketing your event by• Promotion• Advertising• Public Relations• Mini Events• Social Media

PromotionKnow your event product. The most

successful salespeople have both expert knowledge of the product and effective sales skills.

Identify your target market

AdvertisingPrint not only in magazines or

newspapers but in association and organization newsletters, flyers, or website

Public Relations• Press Releases - pre, during,

and post event• PSA, TV• Internet

Mini EventsUsing miniature events to

promote larger events, such asDisney’s

A Christmas Carol Train Tour

Social Media• TwitterHash Tags: #CSUDHevents, #eventprofs post on Twitterfall searches

• Facebook: personal, businessadvertising

Social Media – cont’d• LinkedIn• Blogs :

ahlEVENTSBlog.com• Internet and apps : foursquare.com

• Executing the Task List by appointing leads

• Overseeing Time-Line• Event Production Schedule (Event

Time-Line)

Happy Client

• Stakeholders• Guests/Attendees

• The Special Event Tampa, FL, January 24 - 27, 2012

• Event Solutions Trade Show Vegas, February 26 – 29, 2012